Not a Regal, Not a Cruze: Buick Avoids 'Badge Engineering' with New Compact Sedan

Will Buick repeat its Enclave magic with the Verano? The Enclave shares its platform with the Chevrolet Traverse and GMC Acadia. It also shares Buick-GMC dealership floors with the Acadia Denali, a premium crossover that comes with similar sticker prices. Yet GM says there's virtually no cross-shopping between the Enclave and Acadia Denali. Different customers, the company says, so Enclave sales continue to increase, four years into the product cycle.

The Cruze was supposed to be a new-age Chevrolet compact, with premium attributes at a Chevy price. Well-equipped models have pretty nice interiors and a long roster of features. Where is there room for a Buick version? North American market Chevy Cruzes even got the Z-link rear suspension (except for the fuel-miser Cruze Eco) that GM was saving just for the Buick.

While the Cruze is a global-market car, the Buick Verano, like the Regal, is heavily based on an Opel/Vauxhall, in this case the Astra four-door sedan. Chief engineer Jim Federico notes that the Buick/Opel has an especially rigid body structure, so he was able to tune it for a more comfortable ride, while maintaining good handling attributes. True to Buick's reputation, the Verano will have the tightest body sealing possible and engine compartment acoustics to ensure it's among the quietest compacts extant.

The Verano shows off the kind of elegance that made the 1961-62 Special a standout. It "has the kind of proportions not unlike the LaCrosse," notes Buick design director David Lyon, with its long cabin and sleek aero. It shares no sheetmetal with the Cruze, and unlike the Chevy or the Opel/Vauxhall, it has "portholes," or ventiports, on each side of the hood. The Kennedy-era Special comparison is apt because GM's first modern compacts were distinguished by engines as well as layout. The Special, with its all-new V-6 and mini-LeSabre/Invicta/Electra 225 styling, won our 1962 Car of the Year award, one year after the Pontiac Tempest and two years after the Corvair.

This car is hideous. I'm sorry, I know it's an Opel and that Opel turns out some beautiful cars but the headlights are WAY too big for the front end and the shape of the body was NOT made for the Buick grill. The rear end is just awkward...incredibly awkward. The dual exhaust seems kind of ridiculous and also looks like an after thought. I've said it once and I've said it again. Leave things alone and let the Regal be Buick's entry level sedan, PERIOD! If Buick really wanted to compete with Lexus and Acura, they wouldn't have thought TWICE about even producing the Verano. Instead, if Buick REALLY wants itself to stand out, give us a sleek Opel/Buick sport cross to compete with the ZDX!

Not sure how I feel about the design or the whole thought process behind this vehicle. Looks a little bloated from the side and I haaaaate that rear end. And I don't know about the "baby Buick" idea. I'd rather have a Cruze LTZ I think. Looks sportier and is probably not that much less luxurious.

Nice looking car, if not exciting. Offering the 2.0L turbo was a great decision, as long as they don't only offer it on the highest trim level with a price high enough that means there are a ton of bigger, ritzier offerings from other manufacturers for the same price. Keep the price in line with the good engine and they have a winner. $26000 had better include full leather seating, heated seats and steering wheel, 18" wheels, basically everything but a sunroof since many won't buy a car with one. Or again the as-equipped price will be too high and kill sales.

Really seems like a well executed small sedan for Buick. I doubt that it will compete or be cross-shopped in any significant way with A3 or IS250, but I could see a lot of budget conscious Florida and Arizona residents snapping these up.Like the interior too except for the glob of buttons on the center stack: to early 21st century and already looks dated to me. The coming focus interior has set the standard for c-seg interior design imo

E39M:This magazine/site covers everything from family sedans to minivans. Who told you readers only care about sporty cars? Why are you reading about the Verano or the comments about the car if you are holier than thou? The world really doesn't need many more indignant American car bashers. I question how much of an "enthusiast" you are if you think the Accord is lustworthy.

The name is not bad, although it makes me think of Milano cookies. BTW, if you are 30-something and Audi A4 and TSX "get your blood boiling", I suggest going to the doctor to get checked out. You know, some people just prefer comfy quiet rides and don't care about 0-60 times.

This is a fantastic car. Yeah, I wish the mpg's were higher, but we don't really know the official EPA figures, the numbers thrown around are just estimates. Why on earth would anybody compare a compact with boats-on-wheels Accord and Sonata??? This looks waaaaaaayyy nicer. I'm really looking forward to test-driving one.

You can certainly depend on a Buick article to bring the freaks out. Nearly 60 comments already? Arguing about what? Some corny and contrived small car? I thought most of you were enthusiasts? Oh, and Syj, get a life. Your "valiant defense of all things GM" act gets old quick. Go ahead buy this over an Accord so you can show the world what an open-minded American car lover you are. Just don't forget to renew your subscription to the Weekly Standard.If you want to be a dweeb in a cheap Buick, go ahead... just don't be preachy about it.

pmirp:I would buy this over an Accord in a heartbeat. Looks better inside and out and has more features. Its smaller in the rear seat but thats the only drawback. I'm sure it will be quieter than the Accord as well. The Sonata is pretty nice but this has a better interior and more upscale features. You sound like an idiot by calling this car a "piece of junk". Typical of small minded American car haters.

Why would I buy this piece of junk with the old slow engines over an Accord/Sonoata since they probably be priced closely? Tell me one feature on this compact that makes the 30 somethings blood boil for it. This is no little Audi A4, and no TSX. We know Regals is "supposed" to be those cars competitor. So what does this Buick Cruise do? Let me tell you, this is the car for the blue haired set. But even they are smart enough not to fall for this rebadged Cruise. Not one original theme or idea here. Here is knowing it fails miserably

@ syj: I caught your sarcasm... A familiar name would help this car ALOT. "Special", "Skylark", "Sommerset" are all fitting... They SOUND interesting and have a little history as well (and frankly, this car needs ALL the gimmicks it can get if what we see here is all we get). GM decided to dust off the "Regal" nameplate, why not keep the ball rolling? Especially when their creativity stops at a name like "Verano!"

Whoever insists that this is a rebadged Chevy Cruze may not have read the article, which in my opinion, outlined some differences clearly enough.Either way, it should be highly fascinating to see whether Buick will make it in the emerging premium-small segment. The name feels uninspired, though, I will admit. Good luck to GM!

If I was going to be picky, I would say that for a 2012, the styling doesn't carry the look buick forward, and is going to look dated rather quickly. Also, if Hyundai can engineer a 8 speed automatic in what seems like a couple of months, you would think that GM could do the same.That said, decent first attempt at a luxo compact.

I like this car. With the prices of a loaded Cruze, this might be a better alternative. There's something about this car that, while very similar to the Cruze/LuCross, it's totally different. The ONLY thing I don't like is that stupid steering wheel. I hate it in everything it's in. HATE HATE HATE. But it wouldn't keep me from buying one. Overall, nicely done Buick!

what I hate about this car is that the back end sits up higher than the front. looks horrible for a "luxury brand" car in my opinion. All buicks up to this have been nothing short of amazing but this is a dud imh.I don't thing Buick's design language works very well in the small car segment. That grill looks hideous on this thing.

Good looking car for the entry level segment, but what about the others in the line-up? Buick simply has to do better. After being and under achiever for so long, Buick must be head and shoulders above the competition. That means immaculate interiors, bulletproof drivetrains, more power, more performance, and undeniable styling. Buick is just not there yet.

Theres something not right about the Verano's chrome brow tailights. It doesn't seem to flow well with the cars overall design. However the interior execution of materials and color scheme contrasts are appealing.But those tailights just no matter what angle you look at it at.....just... doesn't......gel together.

jasonked-I would respond that nobody in their right mind would call the es350 a great car if they are an enthusiast. Indeed, everybody knows that platform sharing exists, but usually the project is only successful if the donor platform is any good. I'm not a GM basher (would love to have a cts-v wagon in my garage), but the Cruz really doesn't even seem like a standout in its own class, never mind in the premium compact realm that Buick wants this to play in. Its just not a particularly good handling or sophisticated platform. And with the 2.4, this thing gets really rather laughable gas mileage (if a malibu can get 33 mpg why can't this thing get at least 35?)Also, who will buy this car? Would anybody on this forum take this over, say, a well optioned mazda 3 or a golf?

Stop talking like you know everything, if you did, you would be running the company ?? If I recall, those running GM ran it so well it went BANKRUPT!!! Maybe some of the enthusiasts on this thread SHOULD run GM, after all, we could hardly do worse!!!

Kudos to Buick it's a great looking car, and in my opinion looks way better inside and out than the cruze. But in GM's infinite wisdom they make a car that is the same size, built on the same platform, same suspension, costs several grand more and gets worse gas mileage. What where they thinking with gas prices rising by several cents a week, no ones going to buy it, especially with the new focus coming. If it has more rear legroom than the cruze that would be nice.

wow, gotta give credit where its due..def not just a badge engineered cruze..buick did a commendable job here, now whether it fits in the lineup or will sell is another story, but i predict it will sell pretty well will rising gas prices everyday..

GM is getting better at platform sharing. This car is unecessary, but solid none the less. I was afraid the Verano was going to launch with the Cruzes week engine choices, given GM's inability to match models with the correct engines (4-cyl LaCrosse for example). The 177hp is a little tame, but fine for a base engine. GM will need to install the the Regals Turbo 4-cyl for this to be truly competitive however.

I really like the interior of this car. Verano is a stupid name. I think that it gets competitive mileage and has competitive power to its competition while having a nicer interior. Maybe we could get a hatch with a turbo diesel that undercuts the Jetta Sportswagon? I would definitely cross-shop a base model with an auto for my next purchase, especially if GM imports the wagon as a Buick.

My first reaction was GM doing more badge engineering again, turning Buick into a trim package of Chevrolet.If it is as they say; more refined, and truly upscale then OK. Buick should increase its lineup to include a small vehicle. I think I would be more impressed if they borrowed from Cadillac's parts bin and the new ATS platform rather than from Opel. I agree that the time is right but the jury is still out on this being the right car.

Overall, a decent looking vehicle, but does anyone else think 31 MPG is TOO LOW for a compact in 2012? If this were a Hyundai, it would be (lighter) getting 36-38 highway. Buick's own LaCrosse gets 30 on the highway with the same motor and will soon be getting 37 from a mild hybrid!I could accept this if it is a truly amazing drive (since it's based on the Astra, let's hope), but the tepid 8-sec 0-60 times are nothing to get me excited. Maybe a GS turbo model?On a sidenote, GM needs to develop a 4-cyl engine that makes 260-280 HP and 33-35 MPG to compete with the Sonata turbo. I'm hoping the next Malibu will achieve similar fuel economy and power output to make it competitive again...which probably means going on a diet. The Regal, SRX, ATS, Cruze SS (fingers crossed) and Equinox/Terrain could benefit from this powertrain too.

syj you know the Sonata is only .3 in shorter than the Regal.I can see the natural competitors of this as the S40, A3, CT200h/HS250h, Kizashi even though it is a small midsize and the Elantra.This looks pretty good and I am glad to see that they have projector beams and HID headlights and Chrole window trim. Now they need dual exhaust as single exhaust looks so economy like.

No offense to many here, but this car looks plenty like the lacrosse so it falls into the buick design language to me. Nice car from most angles in my opinion. Also the power will be adequate, but the turbo model may be just the thing for this vehicle to really kick some tail.Keep in my the can't got crossing over into regal territory with this car so don't expect too much.

GrandestMarquis:Calling the Verano a re-badged Cruze is a stretch, to say the least. They share the common Astra/Cruze platform and that's it. Completely different body (more like the Astra) and no common engines. Hardly a re-badge.

@syj - Buick is trying hard to be a premium brand. I'll admit that this car competes well with the VW, fod and Suzuki that you mention but that certainly does not help the "premium" image. if anything it brings Buick down a few notches.This is a very nice looking car inside and out but I just don't see the point of it.